I think marketing tends to focus on very simple positive aspects. Something like "it's just better" will usually suffice. It's precisely the thing that is very difficult to argue in detail about and it has an unambiguous emotional impact.
Getting into language comparisons is often beside the point since people are making an emotional reaction and then perhaps rationalising things post hoc (justifying by finding reasons for their emotional choices). Not everyone does this but I suspect a large number of people do.
Look at Macintosh. When the thing was first released it had no hard drive, no colour, no software and it was expensive. Apple's marketing was "it's a macintosh". That was enough! It wasn't marketed as a computer. It's a whole new thing for which there is no comparison. Many sober comparisons of Mac against alternatives didn't fall in favour of Mac. The formula is working. People love their macs! By the way I'm not suggesting they aren't great machines in their own right.
Thanks for the pointers about Botsinc, Blake and Dolphin, Stéphane I'll check them out.
Regards,
--
Chris Mountford
"In theory, there is no difference between theory and practice. But, in practice, there is." -- Jan L. A. van de Snepscheut
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